The Problem with the great and powerful marketing plan

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Smart business, marketing included, is based on wise decisions. Culture is vital, and planning isn’t evil. But regardless of how much time we spend on our marketing plans, they’re guesses about what will happen in the future. They are big bets based on assumptions that are almost certainly flawed and unaccounted for in the great and powerful marketing plan.

  • this is why they don’t want a 12 month marketing plan. Keep it shorter and nimble.
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